launch

Use the five-phase launch approach: Internal testing, Alpha with external users, Beta with broader access, Early Access expansion, then Full Launch. Map each phase to your timeline and assign tactics across owned, rented, and borrowed channels.

Prepare 2-4 weeks ahead by optimizing your tagline, visuals, and demo video, and building relationships with supporters. On launch day, respond to every comment, engage all day, and funnel traffic to your site to capture email signups.

ORB stands for Owned, Rented, and Borrowed channels. Owned channels like email lists compound over time, rented channels like social media provide speed, and borrowed channels like podcasts and influencers give instant credibility. All should funnel back to owned channels.

Major feature updates warrant a targeted campaign: announcement email, blog post, social posts, and in-app notification, but not a full multi-channel launch. Minor updates belong in the changelog, while major product overhauls justify the full launch treatment.

Diagnose whether the cause was insufficient pre-launch audience building, wrong channels, or weak messaging. Then analyze which channels produced your existing signups, double down on those, leverage early users for testimonials, and run a structured 30-day recovery plan.

Focus on borrowed channels: podcast guest appearances, co-marketing with complementary tools, influencer partnerships, and community engagement. Start these relationships well before launch day since borrowed audience strategies take time to build.